The Digital Marketing Trends You Need to

Implement

BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST

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Today’s Presenter

Ben Dillon, MBA | VP & eHealth Evangelist | GeonetricBen is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, on everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years.

He’s also a Twitter junkie – follow him at @benatgeo.

Geonetric Clients

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About Geonetric

Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems.

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Video Of This Webinar

Watch the VideoIn this webinar, learn more about what digital marketing tools are poised for growth and how to support established marketing efforts through these popular channels. You’ll also learn how to drive more traffic to your website by breathing new life into your digital tactics.

Watch the webinar!

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New eBook Available

The Digital Marketing Trends You Need to

Implement

BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST

Tweet it: #GEOLIVE

Vine

Microsoft Ad Center (Bing)

Advertisements on Online Music Sites (e.g. Pandora/Spotify)

Advertisements on Online Video Sites (e.g. YouTube/Hulu)

Foursquare

Instagram

Advertisements on Consumer Health Sites (e.g. WebMD/Livestrong)

Google+

Pinterest

Blog(s)

Facebook Ads

LinkedIn

Advertisements on Local Sites (e.g. Patch/local media sites)

Google AdWords

Content Marketing

Email Marketing

Twitter

Integrated Online/Offline Marketing Campaigns

Using Websites for Service Line Promotion

YouTube

Facebook

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

6%

16%

19%

22%

27%

23%

35%

45%

48%

48%

58%

59%

66%

64%

62%

67%

79%

77%

86%

91%

97%

8%

5%

6%

4%

3%

11%

7%

10%

12%

13%

10%

8%

3%

6%

13%

15%

7%

10%

3%

3%

1%

Adoption of Digital Marketing Tools (Overall)

Have Plan to Have in Next Six Months

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Content Marketing

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Stop Talking About Yourself…

And start talking about potential patients’ interests.

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Map Content to the Consumer Buying Cycle

Awareness

Evaluation

Purchase

Retention

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LNO Breast Cancer Event

LNO Health & Wellness Event

LNO Health & Wellness Event

LNO Breast Cancer Event

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The “Content” in Content Marketing

• Blogs

• Podcasts

• Videos

• Whitepapers

• eBooks

• Infographics

• Social media

• Webinars

• Magazines

• Pamphlets

• Infomercials

• TV news spots

• Ask the doc newspaper column

• Events (sometimes)

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A Few Tactics Jumping Out• Email

• Blogging

• Pinterest

• Instagram

• Vine

• Facebook*

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Email

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Why Email?• Permission-based marketing

• Adapting to reduced effectiveness of some other advertising mechanisms

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Making Email More EffectiveMake it Relevant and Useful!

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Making Email More EffectiveTiming

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Making Email More EffectiveCall to Action

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Making Email More EffectiveMonitoring

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Blogs

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Know Why You’re Blogging!• Humanize the business?

• Engage employees?

• Engage patients and the community?

• Give the CEO a voice to talk about what’s on her mind?

• Drive service line volume?

• SEO bait?

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Keep It Up…

Click icon to add picture

Click icon to add picture

Click icon to add picture

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Pinterest• Pinterest users spend an average 98 min. per

month

• The average pin is 100 times more viral than a tweet

• 47% (yes, almost half) of online shoppers have made a purchase based on Pinterest recommendations

Source: Jennifer Cario, author of Pinterest Marketing: An Hour a Day

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A Pinterest Strategy• Use a business page

– Can convert

– Adds analytics!• Site Metrics

• Most Recent

• Most Repinned

• Most Clicked

• Export

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A Pinterest Strategy• Look at relationships and

engagement, not just followers and clicks– The Tools: Follow, like, repin,

comment, mention, group boards, social sharing

– Use them strategically!

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A Pinterest Strategy• Be a pin originator, not just a curator

– Many people chase pins back to their source – be the source!

– Spread out your pinning

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A Pinterest Strategy• Create visual content

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A Pinterest Strategy• Rich Pins

– Five types: movie, recipe, article, product, and place

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A Pinterest Strategy• Keep your boards organized!

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A Pinterest Strategy (Coming Soon)

• Promoted pins

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Honorable Mentions

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Honorable Mention - Instagram -

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Instagram Contests

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Honorable Mention- Vine -

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Vine Tips• Have a plan

• Catch something spontaneous

• Doesn’t need to be perfect

• Mind the audio

• More is more

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Facebook

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Facebook

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Time To Up Your Facebook Game

• Post more often – reach declines means you’re not hitting followers more often

• Encourage sharing, not just liking – memes, for example

• Use links – clicks are a part of reach metrics

• Prepare to pay – Advertising impacts organic reach…and compensates for your loss of reach

• Track and measure – things are still changing. Find what works for you!

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Questions?Contact Ben:

800.589.1171

Ben.Dillon@geonetric.com

www.Geonetric.com

Geovoices.com

@benatgeo

Pinterest.com/benatgeo

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New eBook Available